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Can BurberrySpace Help Reposition A Luxury Fashion Brand?

Posted by Andrea D'Alessandro on September 17, 2009 04:51 PM

Burberry, intent on holding onto its recently upgraded cutting-edge image, will launch its own social networking site next month, the Financial Times reports. The site, Art Of The Trench, will feature user-submitted pictures of people sporting the brand’s famous trench coat. Burberry’s goal is to strengthen ties with existing customers while attracting new faces -- younger consumers they hope will be inclined to spend disposable income on luxury items.

The new site claims to deliver the ultimate “brand experience.” Burberry creative director Christopher Bailey commissioned The Sartorialist's Scott Schuman to snap people wearing its coats in major cities. Schuman's involvement hints at an understated, hip elegance.

The pre-launch site currently features a teaser video showing trench coat-clad Brits walking down a classic London street, set to indie music. The premium site is another step in Burberry's campaign to reclaim its brand as a classic label with a twist of cool, after years of knockoffs and thuggish associations had morphed it into "checks for chavs." 

But do the kids really want Facebook for trenchcoats? Burberry hopes so: their rock video displays profile elements (name, "favourites," comments) superimposed over the trench-clad hipsters. If the brand’s Facebook page -- currently boasting over 666,000 fans -- is any indication, their updated, traditional-meets-hip brand may turn out to be a good social networker.

Comments

Penny Australia says:

Hm I always associated Burb. with old ladies and their floral woody scents that are also for the 50+ market! I can see the label going down really well with status conscious cultures especially Russia/HK but not Australia!!

September 20, 2009 09:07 PM #

C United Kingdom says:

This will never work

September 21, 2009 04:50 AM #

Michelle United States says:

I would like to know what exactly this social network will add to one's online experience or to one's experience with Burberry? If it's to broadcast the different clothing items that are your "favorites" or to upload photos of yourself wearing Burberry, these things could have been easily, and probably more successfully, accomplished through a Facebook app or other such application. It would also take advantage of the 666,000+ fans already established online.

It would be nice, in fact, if they used Facebook Connect, so members can use the same login to access artofthetrench.com and their Facebook profile can follow them there. I personally hate having to create yet another online profile for a site that I probably won't visit all the time.

September 21, 2009 02:47 PM #

Comments are closed

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